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  1. 1. LinkedIn: 101 Ways To Rock Your Personal Brand Viveka von Rosen and Dayna Steele $15.95 Paperback $9.95 Kindle Available at
  3. 3. LinkedIn is a business-oriented social networking ser- vice. Founded on December 14, 2002 and launched on May 5, 2003, it is mainly used for professional networking. - Wikipedia
  4. 4. CONTENTS Introduction by Koka Sexton xvii Opening Words by Viveka von Rosen xxiii Your Brand 1 Profile Optimization 17 Visuals And Media 45 Creating Credibility 63 Your Best Prospects 83 Content Marketing 127 Company Pages 139 Social Engagement 153 Final Words by Dayna Steele 175 Contact The Authors 179 Notes 181
  5. 5. xvii Technology is a double-edged sword. Just as sales people are moving into the future, buyers are already ahead of us. - Koka Sexton, Social Marketing, LinkedIn INTRODUCTION by Koka Sexton You are the CEO of Me Inc. This is the man- tra that was given to me 10 years ago that changed my life. Branding, more specifically a personal brand, is one of the most important items in your career you need to nurture. It’s no longer enough just to have a strong work ethic and have past co-workers and managers willing to say nice things about you when you change jobs. If you do not have a personal brand or even bet- ter, a professional brand, you are going to have a hard time skipping levels up the proverbial ladder. Once an inside sales rep, I pounded the phone trying to build my pipeline. Living paycheck to paycheck. It wasn’t working out too well for me. I knew I needed to change something, I didn’t know what.All that changed when I realized I had
  6. 6. xixxviii LinkedIn: 101 Ways To Rock Your Personal BrandViveka von Rosen and Dayna Steele to build my own brand in order for people to even pay attention. Visibility creates opportunity and the more I lev- eraged LinkedIn, the more my professional brand grew. Social media is the ultimate equalizer for companies and the individuals in them. When I started being thoughtful about how I built my network, stopped talking about me and focused on adding value, my network responded by help- ing me become the global leader in the social sell- ing space. Personal branding starts with YOU and your ability to become an invaluable resource for your industry. LinkedIn is the best platform available for professionals trying to build their professional brand. Your profile is only one component. You need to be creative and use the platform in differ- ent ways to have an impact. Lucky for you, it’s all outlined in this book. Grow your network strategically, add value, and search out the opportunities that are going to al- low you to climb the ladder as well as skip levels and build even greater opportunities.There are no shortcuts but there are smartcuts. Those smart- cuts are outlined here as the processes needed to successfully gain visibility and leverage social net- works like LinkedIn to gain the attention of your buyers. From an inside sales rep to leading the social media team at LinkedIn and now running my own company, this success is directly attributed to sweat equity and the opportunities LinkedIn as a platform provided to me. I’ve seen countless other professionals excel in their careers by using social media and I believe you will find the same successes if you follow these 101 tips. LinkedIn: 101 Ways to Rock Your Personal Brand is a playbook you should follow from tip to tip to build your own path to success. Viveka von Rosen and Dayna Steele have mapped out what you need to do to get ahead using the power of LinkedIn.
  7. 7. Koka Sexton is often called the Godfather of Social Selling, having mastered the art of leveraging social media for sales professionals. An expert in profession- al branding, brand awareness, and generating leads through social networks; Sexton started his career in sales and grew through the ranks at LinkedIn to become the head of social media. He is currently the Founder of Social Selling Labs, an agency helping companies bridge the gap between sales and marketing with social media.
  8. 8. xxiii Personal Branding is the practice of people marketing themselves and their careers as brands. While previ- ous self-help management techniques were about self- improvement, the personal-branding concept suggests instead that success comes from self-packaging. - Google OPENING WORDS by Viveka von Rosen Reid Hoffman, co-founder and former CEO of LinkedIn says, “The fastest way to change yourself is to hang out with people who are al- ready the way you want to be.” I met Dayna Steele in 2011 and decided I wanted to be her when I grew up. It took some time, but we have shared a stage, and now a book together. Why is this important? When you create your online persona, your personal brand, you have to start with the bigger picture in mind. Have I always been an international Forbes rec- ognized speaker? Um. No. Creating a power- ful brand is a little bit business strategy and a little bit law of attraction. Create your brand on
  9. 9. xxvxxiv LinkedIn: 101 Ways To Rock Your Personal BrandViveka von Rosen and Dayna Steele LinkedIn and then work passionately to prove it true. Over the years I have sold used cars (really), man- aged a business office (not well), and tried several other businesses (with success but not much in- terest). In 2006, I was introduced to the business social media platform LinkedIn at a networking event. It caught my attention and, finally, my pas- sion. What I saw was an extremely useful business tool and a way to create a powerful personal brand. The more I learned about using LinkedIn, the more I wanted to share it with other professionals. I saw LinkedIn was the perfect business tool for marketing and wrote the best seller, LinkedIn Marketing: An Hour a Day. Soon I was traveling the world to teach and talk about LinkedIn. As my value grew as a top social media influencer (Forbes, four years in a row), I realized LinkedIn was a powerful tool for personal branding. Why does anyone need personal branding? You have to stand out from the crowd. A personal brand is how you appear to the world. Succeed as Your Own Boss author Melinda Emerson says, “Your personal brand is how other people see you online.” And Jeff Bezos, founder and CEO of Amazon says, “Your personal brand is what oth- ers say about you when you leave the room.” You want to make sure you are starting with, and leav- ing behind, a good impression. Tom Peters first wrote about personal branding in the 1997 article, “The Brand Called You.” Regardless of age, regardless of position, regard- less of the business we happen to be in, all of us need to understand the importance of branding. We are CEOs of our own companies: Me Inc. To be in business today, our most important job is to be head marketer for the brand called You. You are your brand… whether you are an entre- preneur, jobseeker, or corporate employee, you can still define your brand within your business, no matter what that business is. Koka Sexton (who wrote our introduction) was the Head of Social Media, Member Marketing & Communications at LinkedIn. He built his Social Selling brand within LinkedIn. So when he decid- ed to leave LinkedIn (ironically during the writing of this book), his already established brand meant he was able to launch his Social Selling Labs busi- ness with a running and successful start.
  10. 10. xxviixxvi LinkedIn: 101 Ways To Rock Your Personal BrandViveka von Rosen and Dayna Steele LinkedIn gives you the ability to not only be seen by the world but control how the world sees you. With, at publish date, more than 450 million members in 200 countries and territories around the globe, LinkedIn gives you access to a net- work like never before. When utilized effectively, LinkedIn opens the door to people, jobs, news, updates, and insights that will increase your odds of success substantially. The key phrase here, when utilized effectively, is why we wrote this book. LinkedIn is a powerful tool and a free one as well. Though there are paid ser- vices, most of what you can do for your own suc- cess with LinkedIn isn’t going to cost you anything other than your own time and effort. And since we all know time is money, this book will help you best streamline your efforts and help you find all LinkedIn has to offer to grow your professional network. A book does not write itself. To succeed, like any- thing, it needs a network. Thanks to Gold Level Hospitality speaker and consultant Colin Gold for taking the time to be our beta reader. I want to thank my team members at SocialSales GPS, Michael de Groot, Beth Granger, Mario Martinez Jr., Colleen McKenna, Ted Prodromou, Lindsey Stemann, Brynne Tillman, and Bob Woods for al- ways keeping me up to date and on my toes with all things LinkedIn. You have a great service or product. Now, let’s make sure those 450 million members in 200 countries can find you on LinkedIn and under- stand you are the best. There are 101 helpful tips in this book that will do just that.
  11. 11. Viveka von Rosen is an internationally known LinkedIn speaker and author. She has taken the busi- ness knowledge she has perfected over the past 10+ years and transformed it into engaging and informa- tional training, providing over 100K+ people with the tools and strategies they need to succeed on LinkedIn.
  12. 12. YOUR BRAND
  13. 13. 3 1. GET FOCUSED Who are you? What do you do? Who do you do it for? What do they get out of it? Answer these questions before you even get start- ed. Take some time and talk to those who know you best – it’s the best way to create clear answers. Today you are you.That is truer than true.There is no one alive who is youer than you! - Dr. Suess, Author
  14. 14. 54 3. BE MEMORABLE If you can tell a prospect how they benefit from buying your service or product, you become memorable. Using a cosmetics salesperson’s pitch as an example, which one would you buy from? • I can help anyone with a face. • I help 40+ women present themselves to the public in their best and most youthful light. 2. BE CLEAR Clarity is key to personal branding.The clearer you can be with your answers to the questions in the first tip, the better you will relay your skill- set to others. The clearer you are, the more likely you are to convert your prospects into customers.
  15. 15. 7 4. WRITE A CLIENT DESCRIPTION This isn’t something you’ll ever really post on LinkedIn, but it helps establish who you are talking to in your own mind. Create a buyer per- sona of your typical client or customer – age, sex, job, what they use you or your product for, etc. Imagining someone in your mind helps when it comes time to build a strong LinkedIn profile. Know your audience. The foundation for any marketing – content or oth- erwise – is your target audiences, buyer personas, cus- tomer profiles, industry segments – whatever you want to call this directed and in-depth research and depiction of who buys what from you and why. - Ardath Albee, Author and Speaker
  16. 16. 98 6. HAVE A GOOD ELEVATOR SPEECH Who are you, and what makes you different from the other person who does what you do for the same clients? Figure out what that is and learn to say it in one compelling sentence. Elevators are fast these days. Knowing how to do this is an important key to successful branding and to writing a good professional headline. 5. CREATE YOUR OWN KEYWORDS When you create your list of keywords, think about the search terms people would use when Googling someone like you. Titles, indus- tries, companies, names, locations, skills, prod- ucts, and services are all keywords. Think verb, noun, acronym and synonym: accountant, CPA, accounting, book-keeping, Quickbooks.
  17. 17. 11 7. YOUR ONE PARAGRAPH PITCH Once you have gotten someone’s attention with your elevator speech, be able to elabo- rate even more by filling in a few more details but still answering the questions; who are you, what do you do, who do you it for, and what do they get out of it? Three to five sentences for this para- graph is a good length.
  18. 18. 13 8. WHAT LANGUAGES DO YOUR CLIENTS AND YOU SPEAK? LinkedIn allows you to have your profile in many different languages. If you serve an in- ternational clientele anywhere in the world, cre- ate a profile in English as well as in the language of the clients you serve and the languages you speak. A definite plus to any profile.
  19. 19. 15 9. WHAT JARGON DO YOUR CLIENTS REGULARLY USE? Marketing or sales prospects will expect to see words like ROI and KPI. The average per- son might not know what that means, but your ideal client knows what it is. Add relevant jargon to your keyword list and sprinkle those into vari- ous sections of your profile. The language, especially the vocabulary, peculiar to a particular trade, profession, or group: such as medical jargon. -
  20. 20. 16 PROFILE OPTIMIZATION 10. BE CONSISTENT IN ALL YOUR BRANDING Once you are clear on who you are, what you do and whom you serve, create relevant and consistent written copy, visuals, and shared con- tent everywhere on LinkedIn – including your profile picture. If you claim to be a serious busi- nessperson, don’t share silly cat videos in your feed. You get the idea.
  21. 21. 19 11. YOUR NAME Take a minute to check you have your correct name on LinkedIn. Double-check your spell- ing. Unless you are ee cummings, capitalize your name. You develop your LinkedIn profile in a few hours. You develop your personal brand over time, and it’s your opportunity to share your work, values, passion, and personality with the world. - Colleen McKenna, Social Selling Expert
  22. 22. 21 12. USE YOUR NAME AND ONLY YOUR NAME ON LINKEDIN You might see some people use their area of expertise in the last name field, such as “John Doe: Master of the Universe.” This is against LinkedIn’s User Agreement. Don’t add your area of expertise, telephone number, email address, or your call to action in the Name field. If LinkedIn catches you doing this, they will make your pro- file unfindable in Search. You never get a second chance to make a great first impression and your LinkedIn profile is your chance to make a great first professional impression. -TedProdromou,LinkedIn AuthorandSpeaker
  23. 23. 23 13. CUSTOMIZE YOUR PROFESSIONAL HEADLINE The section right under your name is your pro- fessional headline. Take a look at the brand- ing you created from the first few tips in this book. You have 120 characters to describe who you are, what you do, and whom you serve. Try to utilize some of the keywords you have created in this section.
  24. 24. 2524 15. FILL IN YOUR SUMMARY SECTION You have 2000 characters to describe in de- tail who you are, what you do, and whom you serve in the very important Summary section. Start with the one paragraph pitch you’ve already written. Then, use the buyer persona and the key- words you’ve created to pitch to that perfect cus- tomer in your Summary section.For a professional and visually pleasing summary, use white space, special characters, bullets, and capitalization. 14. CREATE YOUR CONTENT IN WORD FIRST Agood rule of thumb when creating content for LinkedIn (or really for anything), is to write it in Word or Pages first, and then check your spelling and grammar. Nothing says non- professional like misspellings and bad grammar. Plus, if you do it in Word first, you can count characters, and maximize the space you have to brand yourself.
  25. 25. LinkedIn: 101 Ways To Rock Your Personal Brand Viveka von Rosen and Dayna Steele $15.95 Paperback $9.95 Kindle Available at